The Effect of Promotional Strategies on New Students’ Decisions When Choosing a Private High School in Malang City

Nur Rishma Ramadhanti, Fika Nisfi Lailatul Chusna, Desi Eri Kusumaningrum, Teguh Triwiyanto, Mustiningsih Mustiningsih

Abstract


This study aims to analyze the level of promotional strategies and the decision-making process of new students at private high schools in Malang City, as well as to analyze the influence of promotional strategies on the decisions of new students in that region. A total of 352 new students were given questionnaires to complete as part of the quantitative methodology of this study. SPSS version 25 was used for data analysis, which included descriptive analysis, normality tests, linearity tests, simple linear regression analysis, and t-tests. The results showed that the level of promotional strategies at private high schools in Malang City fell into the high category. Meanwhile, the level of decision-making among new students also fell into the high category. The results of the linearity test yielded a value of 0.269, indicating a linear relationship between the variables. The correlation test produced a significance value (two-tailed) of 0.000, indicating a significant positive relationship between the variables. The results of the simple linear regression analysis showed a significance value of 0.000, indicating that the school’s promotional strategies have a positive and significant effect on new students’ decisions. Furthermore, the coefficient of determination (R²) of 0.315 indicates that promotional strategies account for 31.5% of the variation in new students’ decisions.

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